Padamsee was renowned for his advertising, film and theatre work ETBrandEquity | November 17, 2018, 12:12 IST

Veteran ad film maker and Padma ShriAlyque Padamsee passed away on Saturday morning in Mumbai at the age of 90. He is survived by four children.

As the head of Lintas India, Padamsee was credited for building it into one of the top advertising agencies in the country. He was the brain behind several iconic advertisement campaigns such as the Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF Muscle Man, the Liril girl in the waterfall, the Kamasutra couple, Hamara Bajaj, the TV detective Karamchand, the Fair & Handsome brand, etc.

Alyque Padamsee was also renowned for his theatre work including productions like Evita, Jesus Christ Superstar and Tuglaq. He also portrayed Muhammad Ali Jinnah in Richard Attenborough’s Oscar-winning film Gandhi.

Having received the Padma Shri in 2000, Alyque was named as the Advertising Man of the Century by The Advertising Club in Mumbai.

According to reports, Padamsee had been facing health concerns for some time.

Offering his condolences, President of India Ram Nath Kovind tweeted through his official Twitter account, "Sorry to hear of the passing of Alyque Padamsee, creative guru, theatre personality and doyen of our ad industry. My condolences to his family, friends and colleagues.”